To appeal to the target’s lust for fame, fortune and celebrity gossip we created a fictional brand history and a tabloid-worthy scandal.

Through the news media we announced that the inventor of Magnum ice-cream, Baron Leopold von Magnum, had suddenly died and left his wife and only child out of the will. Real-life heiress, Ivanka Trump, made the announcement that a Canada-wide search had begun to find the Baron’s successor.The promotion invited Canadians to submit a video explaining why they should be crowned the Magnum Heir and win an entire year living the ultimate VIP lifestyle.

Over the course of the promotion, Magnum gained over 900m impressions and reached a peak of 84% share of conversation. Facebook fans also grew from 40 to 45,000 in 4 months.Magnum’s dollar share increased by 153% during the promotional period and it drove 70% growth of the entire super premium category.Perhaps more importantly, we were able to change the life of 1 Canadian – Shawna Howson – who, after months of searching, was crowned the Magnum Heir. She’d come from small town Ontario to a life of opulence, fit for Magnum royalty.